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If You Don't Like Nike's 'Land of New Football', "Au Revoir"

Representation and inclusivity are the focus of the electrifying spot created by Wieden+Kennedy Amsterdam and directed by Stink's Felix Brady

If You Don't Like Nike's 'Land of New Football', "Au Revoir"

Wieden+Kennedy Amsterdam and Stink team up with Nike for its latest film, 'The Land of New Football,' articulating a new vision for global football. And that future can’t be pinned down to just one thing. The sport's future is full of talent, stacked with players who bring incredible skills to the game. It’s inclusive, open to all backgrounds in support of young players finding joy in the sport. It’s aware of the power of collective work against systemic obstacles. That mix of qualities is well-represented in Nike's roster of players, including English forward Marcus Rashford, who recently re-signed to a multiyear partnership.

The 23-year-old is one of the game’s electric, precocious talents, once becoming the youngest English player to score in his first senior international match. Just as exceptional as his dynamic play is his maturation into activism, particularly for underrepresented children in the UK. His work to challenge homelessness, ease child hunger and support youth literacy builds to a modern, multi-dimensional glimpse of what football can become: a stage to inspire the next generation through on-field excellence and civic responsibility.

“Nike has been a part of my life for a long time now and there was no hesitation in wanting to build upon this relationship to create real impact," says Marcus Rashford. "We have the ability, together, to move the game and its perception forward. I never take this role for granted. I’m just Marcus. Marcus whose dream came true. And I want all children, regardless of their race or their background, to feel like the sky is the limit for them too. No child should ever be starting 20 yards behind the other just because of where they grew up. Football and the power of unity in football can inspire. The opportunities truly are endless.”

Joined by a roster that includes players like Pernille Harder, Sara Däbritz, Richarlison de Andrade, Natalia Gaitán and more, Nike is investing in the future of football in other ways, articulating three distinct visions for what the sport can create through a new generation of players.

The Land of New Football is a place built by footballers who are there to change the sport through their own new ways of playing.

So every week on Friday afternoons for the next month (launched 25th June 2021) Nike is celebrating those footballers, from the professional to the everyday athletes, through the first news show entirely run through Instagram Stories.

Turning @Nikefootball and its 42+ million followers into a platform for young footballers to be recognised for all the good they bring to the sport. Each week pulls in football news not only from recent professional games but from all kinds of news found online. From goals and skills on local pitches, to backyards, beaches and wherever football’s being played and the news is happening. In the end, we’re not just celebrating great football.

Nike are spurring on those who are out there trying to make the game better, not just for themselves but for the sport and all those that call The Land of New Football home.

Oh yeah, and the host is a goat. Or as some people say, The Greatest Of All Time. 

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Managing Director: Blake Harrop

Executive Creative Director: Eric Quennoy, Mark Bernath

Creative Director: Evgeny Primachenko, Craig Williams

Art Director: Güney Soykan

Copywriter: Ane Santiago Quintas, Mohamed Diaa

Art Director (Reactive Content): Florian Barthelmess, Sabela Ros, Emma Mällinen

Copywriter (Reactive Content): Jake Barnes

Head of Broadcast Production: Joe Togneri

Broadcast Producer: Khalid el Khouani, Magda Czyz

Producer (Reactive Content): George Ancock

Group Account Director: Kathryn Addo

Account Director: Franky Wardell

Account Manager: Abderrahim El Khouani

Account Executive: Roberta Hilgert

Head of Planning: Martin Weigel

Planning Director: Reid Schilperoort

Head of Comms & Digital Strategy: Danielle Pak

Comms Director: Elsa Stahura

Studio Director: Lizzie Murray

Studio Manager: Loes Poot

Designer: Yaleesa Waëlauruw

Motion Designer: Sohyeon Nam, Lieke Milder, David Schaegerstrom, Justin Magness, Lewis Beedham

Business Affairs Director: Fiona Fan, Michael Graves, Akvilina Jaskunaite



Director: Felix Brady

Producer: Ben Croker

Executive Producer: Jon Chads

Director of Photography: George Richmond

Production Manager: Katie Keith, Rosie Pike

First Assistant Director London: Clara Paris

Location Manager: Josh Yudkin

Art Director London: Chloe Brady

Stylist London: Rhiannon Barry

Manchester & Liverpool Production: Sugarfree

Paris Production: Stink Paris

Lisbon Production: Page International

Producer (Greetings Content): Gloria Bowman

Photographer (Greetings Content): Portia Hunt, Zeinab Batchelor, Madeleine Penfold, Milo Courtois

Cinematographer (Greetings Content): Wes Rashid, Emile Kelly, Samuel White, Pierre Beyres



Editor: Elise Butt

Edit Assistant: Josh Maddox

Edit Producer: Tatyana Alexandra


AUDIO POST: Grand Central Recording Studios

Sound Design: Raja Sehgal


Music Label: Parlophone Ltd

Artist / Title: Blur - Park Life

Songwriter: Damon Albarn, Graham Coxon, Steven Alex James, Dave Rowntree

Publisher: Warner Chappell, Sony Publishing Music

Music Company: Mr Pape

Remix Producer: Jordan Crisp

Post Production


VFX Supervisor: Tom Luff

Executive Producer: Clare Melia

Producer: Nicola Simmons

Shoot Supervisor: Tom Luff, Paul Donnellan, Laurent Giaume

2D Lead Artist: Thiago Dantas, Rafael Vormittag

3D Lead Artist: Paul Donnellan, Kanishk Chauhan

2D Artist: Pete Atack, Jyoti Tiwari, Oscar Tornicasa, Carl Norton

3D Artist: Marta Carbonell, Sergio Xisto, Artur Drozdowicz, Thomas Craig, Hamish Ballingal, Vaclac Cizkovsky, Loganathan P, Marc Greyvenstein, Maria Carriedo, Sanket Vilas Tendulkar, Shashi Kumar Dakoju

Finish Artist: Adam Maynard

Matte Painting: Can Y. Sanalan, Jiyoung Lee

Designers: Kwok Lam

Colourist: Alex Gregory

Colour Assist: Megan Lee, Rory Leighton, Billy Dawson, Cristina Giribets

Category: Clothing and Fashion , Sportswear

Genre: People